Carlsberg Britvic-owend soft drink brand Tango – which used Orange Man slapping a drinker across the cheeks to build an audience in the 1990s – is attempting to woo the next generation by rebranding its core range and rotational flavour series.
The move, which aims to deliver stronger brand visibility and boost shelf presence, includes a refreshed design with enhanced on-pack fruit flavour cues.
Alongside bold iconography and vibrant visuals, the overhaul is designed to increase its appeal among Gen Z consumers.
The move marks the brand’s biggest investment, according to the business, spanning across Tango Orange and the Tango Zero’d range with orange, apple and cherry flavours.
Carlsberg Britvic brand director for carbonates David Laidler said: “This new look is all about increasing visibility and amplifying the intense, bold taste of our Tango flavour ranges.
“The refreshed packs hero Tango’s great taste, ensuring the brand really stands out on the shelf. By making the brand’s flavour appeal even more prominent, we’re making it easier for retailers to trade shoppers up and keep the category vibrant and relevant – especially for Gen Z.”
The new designs will be hit shelves from March as part of a wider brand refresh aimed at increasing category sales. Details of advertising and marketing support have yet to be released.
Orange Man first aired in 1992, after being created by ad agency HHCL & Partners. It was the first spot in the brand’s “You Know When You’ve Been Tango’d” campaign that would continue until 1996 before returning for several years in the 2000s.
HHCL was founded in October 1987 and became the first agency to offer both advertising and direct marketing as well as PR, an initiative it labelled 3D marketing. The agency was bought by Chime in October 1997 and merged into the Red Cell Network in January 2002. The HHCL initials were finally dropped and the agency become United London in January 2006 before being closed down by its owner WPP Group in early 2007.
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